How would you describe your approach to healthcare and medical photography?

From a marketing point of view, healthcare and medical photography is very much about conveying the story behind the brand. It’s about creating imagery that will set you apart from others in your field and showcase your unique point of difference.

Creating imagery that speaks directly to your market is key. If you work directly with the general public, such as a dental or cosmetic surgeon, creating imagery that is personal and puts a human face to what you do will convey trust. It will also make your patients feel at ease in a world that can often be overwhelming to them.

If your clients are fellow medical professionals, your aim should be to build confidence in your brand and establish yourself as a leader in your field. For this reason your approach will be more about highlighting your skills, facilities or the latest technology you may be using.

If you speak at conferences, have your own practice, or simply have a LinkedIn profile, taking the time to create a professional portrait will forge a deeper connection to your potential audience.

Can you describe your shooting process?

The initial stage of a photography shoot is usually spent location scouting, then fine tuning other elements such as styling, props and lighting. While my key subjects are feeling fresh, it’s usually best to start with portraits. This can be done as an environmental portrait (set in an office or a surgery), or simply as a headshot (against a plain background). I also utilise both studio strobe flash and natural light. As each have their own characteristics, it just depends on the look we are going for as well as the environment we will be working in.

Following on from the photography portraits, we would usually move into the set up shots. This can include anything from mock surgical scenarios to patient consultations. As the images we create will most likely be for marketing (as opposed to educational or scientific use), it’s usually better if we can avoid using real patients (spare staff members are just as good). Not using real life situations, especially in surgical situations allows for better lighting and camera angles much the same way as it’s done on film and television productions. Think back to those sexy medical dramas like ER. When you compare George Clooney taking out an appendix to that of a BBC documentary of the same nature, the difference between creating aspirational imagery as opposed to technical imagery is very clear.

NSW Health Statewide Biobank

The remainder of the shoot can be used for facility and interior photography, or any medical equipment and gadgets that need to be showcased.

How can we book a shoot with you?

Send me an email describing what you do and what you require the images for. I can usually get back to you that same day.

What’s your turn around time?

A first edit from your shoot is usually ready within 72 hours and can be viewed and downloaded on-line. Your final images can then be retouched which usually takes around 4 business days.